Amsterdam, North Holland, Netherlands
15 years global FMCG brand and trade marketing experience. Brand building or repositioning makes me happy. Starting with an empty Excel sheet, pulling data out of Nielsen / IRI, analysing insights, cleaning up the P&L, creating a marketing strategy and finally executing the on- and offline campaign preferably 360 making a product into a brand.
- Managing main brand partners; Barcelo, Frapin, Heaven Hill, Yoshino, Cotswolds, Inchdairnie - Supporting Isolabella on global level - Offtrade responsible - Insight lead for Benelux; Circana, NIQ, IWSR
- Head of Marketing - Global commercial lead - Managing +20 markets - Part of management team
- Responsible for the long-term vision and strategy for the premium & craft portfolio (Rutte, Mandarine Napoleon, Cherry Heering, Bebo, Kwai Feh, Warninks and Peachtree - Lead in creating the Bartender Editions; MUYU, Dutch Cacao and Aqua Bianca. This includes the total production and creative world around it, together with the bartenders - Repositioning Rutte (design and brand world) and setting up new campaign for Peachtree - Accountable for the total Innovation process and the Global Advocacy program, this includes setting up new US national E-commerce program with Thirsty with social support - Giving direction to local Customer Marketing concerning local media choices and budget - Global consumer insights and advising about potential acquisitions within the category - Managing 4 direct reports and reporting to the Global Marketing Director - Focus countries; NL, US, GER, UK, FR, BEL, IT, Japan & North Korea
- Managing 29 brands (inc. 5 market leaders), +10 agencies and 3 direct reports - Full budget delivery vs forecast; + € 309k revenue, + € 64k profit, volume index 101 - Delivered Nielsen share growth; volume (+2.6%), value (+2.2%) - Lead financial shareholder reporting, management advisor risks & opportunities - NPD launch Henkes Gin & Tonic cans in exclusive collaboration with Albert Heijn
- On target delivery vs budget; volume index 105, profit index 100 - New portfolio & pricing strategy delivered +3,1% Nielsen volume share - Draw up key account partnerships with sales (i.e. Gall & Gall, Mitra, etc.) - Consumer research (Nielsen, GFK, TNS Nippo), managing agencies and 1 direct report - NPD launches of Bols Corenwyn VOC range and Wynand Fockink series
- Produced new Lucas Bols portfolio strategy through Nielsen deep dive analysis - Responsible for gaining consumer insights within the retail channel - Developing and implementing new brand and pricing strategies - Accountable for managing the AC Nielsen contract which led to € 50k savings